Summer traninng project by silvenia

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Social Media Marketing
AT
Green Rock Enterprises [Greenrockstore.com]
Summer Project Report submitted in partial
fulfillment of the requirement for the Degree
of
MASTER OF BUSINESS ADMINISTRATION
SESSION (2020-2022)
Shiva Rajput Ms Sakshi Sharma
200037070002 (Assistant Professor)
20003707000895
IME College, Ghaziabad
(Affiliated to Dr. A.P.J. Abdul Kalam Technical University, Lucknow)

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DEPARTMENT OF MANAGEMENT
CERTIFICATE
This is to certify that the Project Report entitled Social Media Marketing submitted by Shiva
Rajput enrolment no 31……..
for partial fulfillment of the requirement of MBA, embodies the bonafide work done by his/her under
my supervision.
(Signature)
Ms Sakshi Sharma
(Assistant Professor)

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DECLARATION
I hereby declare that the work presented in this report entitled “Social Media Marketing", was
carried out by me. I have not submitted the matter embodied in this report for the award of any
other degree or diploma of any other University or Institute.
I have given due credit to the original authors/sources for all the words, ideas, diagrams, graphics,
computer programs, experiments, results, that are not my original contribution.
I have used quotation marks to identify verbatim sentences and given credit to the original
authors/sources. I affirm that no portion of my work is plagiarized, and the experiments and results
reported in the report are not manipulated. In the event of a complaint of plagiarism and the
manipulation of the experiments and results, I shall be fully responsible and answerable.
Name : Shiva Rajput
Enroll. No. :
Programme: MBA
(Shiva Rajput)

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ACKNOWLEDGEMENT
It is my pleasure to be indebted to various people, who directly or indirectly contributed in
the development of this work and who influenced my thinking, behavior, and acts during the
course of study.
I am thankful to Mr. Rohan Silvenia for his/her support, cooperation and motivation during
the training and for constant inspiration, presence and blessings.
I also extend my sincere appreciation to Mrs Sakshi Sharma who provided his/her valuable
suggestions and precious time in accomplishing my project report.
Lastly, I would like to thank the almighty and my parents for their moral support and my
friends with whom I shared my day-to-day experience and received lots of suggestions that
improved my quality of work.

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PREFACE
As a part of the MBA Curriculum and in order to gain practical Knowledge in the field of
management, I am required to make a report on “ Social Media Marketing” The Basic
Objective behind doing this project report is to get knowledge in the field of “MARKETING
”.
In this project report I have included various concepts, effects and implications regarding
“Social media marketing ” of the company.
Doing this Project report helped me to enhance my knowledge regarding the work and in the
assessment of overall performance of the company. Through this report I came to know about
the importance of analysis of performance of business, team work and role of devotion
towards the work.

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CONTENTS:
TITLE PAGE NUMBER
1. Executive Summary 7
2. Introduction
2.1 Industry Overview
2.2 Company Overview
10
14
24
5. Project Profile
5.1 Objective of the study
5.2 Methodology
34
35
37
8. Observations and Analysis
8.1 Competitor Analysis
8.2 Survey for Mobile skin/cases
8.3 Web Analytics
41
42
46
12. Recommendations 57
13. Conclusion 60
14. Learning Outcome 62
15.Annexures 66
16.References 68

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Greenrockstore.com is online merchandise store dedicated to the passionate fans of
TV series and movies. In this store, you can buy cool and funky T-shirts, hoodies, laptop
skins, posters, coasters, printed mugs and much more based on the themes of movies, TV
series, and games. The store is also providing the option of customization to the customers
where customers can come up with new ideas and can post their ideas to the company.
My internship profile in this company is of Social Media Marketing where we have to
promote our brand using all social media communications and also have to increase the
reach to attract more number of customers.
In internship my work was to promote the brand name that is Greenrockstore.com using
social media mode and to increase the number of customers. Firstly started with Facebook
where I have promoted our Facebook page of Greenrockstore.com by sharing link of
Facebook page to my friends on Facebook and also send messages to those Facebook users
who liked or shared our post on Facebook page to promote our brand.
Then, I have been given company’s Gmail account to upload some fan made videos related
to our products (for e.g. animated superheroes videos, TV series videos etc.) on YouTube
for promotion purpose. And also searched some online forums like tripadvisor.com, yahoo
answers, quora.com where I have to give answers to people’s questions and then have to
share our site link to promote and to increase the reach.
In internship, also met with some restaurants and cafes to give them our visiting cards, so
that they can give our visiting cards to their customers with their bill to promote us, and
met with some vendors for manufacturing of T-shirts and printed mugs, and made

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a deal with a vendor for the manufacturing of printed mugs for our store.
And also handled Twitter account of the company for two weeks where I have to increase
the followers and interact with the followers and have to link them to the official site of
Greenrockstore.com by tweeting something really attractive tweets on the our wall and by
tweeting something interactive related to theirstatus so that they reply to that can do a
conversation with them and hence link them to our official site by sharing our link of site.
And also organized a contest on twitter related to the Football world cup 2014 for
promotion purpose and to increase the followers.
Basically, my work throughout the internship was to promote our brand using different
modes of communication over internet and to increase the number of followers and
customers.

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As Greenrockstore.com is an online merchandise store so my internship project was
basically social media marketing that’s is my work was to promote our brand name in
media market using social sites like Facebook, Twitter, Yahoo, You tube, Instagram etc. and
also promoted our brand in cafes & restaurants of Delhi, and to increase the reach to attract
maximum numbers of customers.
In internship, as my work was promotion of our site that is Greenrockstore.com, hence,
firstly did the analysis of other competitors in the market like Lazyninja.com,
Thesouledstore.com, Redwolf.com and after analyzing these online store started with
Facebook, where I promote our Facebook

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page of Greenrockstore.com and also targeted the segment of peoples who are interested in
buying merchandise from our store, and these targeted peoples are the one who are liking
our posts, photos, status etc. on our Facebook page, we have to target them by sending
them one promotional message on behalf of our company attract them. And also have to
share links and photos of Greenrockstore.com on our Facebook profile and send
promotional messages to Facebook friends. Then, I have been company’s Gmail account
where I have to upload some fan made videos which should be related to our store’s themes
like animated videos of superheroes, best movie scenes, and best TV series scenes etc. on
You Tube for the promotions of our site.
And also met with some start up cafes and restaurants managers to convince them to
distribute our visiting cards to their customers with their bill to promote our brand and met
with some vendors in Delhi who manufactures T-shirts and printed mugs and also done
deal with a vendor for manufacturing of printed mugs for our store. And joined some online
forums like Yahoo answers, ask.com, tripadvisor.com, groundspeak.com, quora.com etc.
where I have to interact with peoples by giving answers to their questions and then have to
promote our site page that is Greenrockstore.com.
And also handled Twitter account of the company for two weeks where I have to increase
the followers and interact with the followers and have to link them to the official site of
Greenrockstore.com by tweeting something really attractive tweets on our wall and by
tweeting something interactive related to their status so that they reply to that can do a
conversation with them and hence link them to our official site by sharing our link of site.
And also organized a contest on twitter related to the Football world cup 2014 for
promotion purpose and to increase the followers.

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Therefore, in a nutshell, my work throughout the internship was to promote our brand via
social media over internet and to increase the number of followers and to increase the reach to
attract more 1number of customers.

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E-commerce: An Overview
E-commerce is a business that takes place electronically, generally over the internet. It
refers to the use of internet and web to transact business between and among organizations
and individuals. . E- commerce is a boon for India. In India E-commerce has been on a
sharp upward curve, according to a survey by Assocham. The industry has grown from
$8.5 billion in 2012 to $ 16 billion in 2013, which is a growth rate of 88%. Although the
internet came to India in 1995, it was only post 2007 that E-commerce truly made
significant inroads with the setting up of companies such as Snap deal and flip kart. The E-
commerce market in India wasvalued at
$ 2.5 billion in 2009. It grew to $ 6.3 billion in 2011 and to $ 16 billion in 2013. The
industry is predicted to reach a staggering value of $ 56 billion by 2023, accounting for 6.5
% of the retail market (Dudhwevalah, 2014) and according to the report by IAMAI, the
current E-commerce market in India is around US$ 10 billion. And market has potential to
grow anywhere between US$ 70 billion – US$ 150 billion under one scenario and at
another level it can grow between US$ 125 billion- US$ 260 billion by 2024-2025.
Globally, the scenario is much the same. Brazil is one of the fastest growing economies in
Latin America. According to a recent report, it estimates Business to Consumer (B2C) and
online travel sales, was total to $18.7 billion in 2012, a growth of 21.9% over the
previous year. Brazil accounted for more than half of the total B2C e-commerce sales in
Latin America through 2013.
Retail e-commerce itself in U.S in 2012 was grown by 17% and accounted for $200 billion
in sales. And in 2011 saw the European online market on boom. In global scenario, China
is fast emerging as biggest player in e-commerce. According to the report by 2015 it may
well surpass the U.S.
The scope of E-commerce has made it feasible and more attractive than any other business
channel in the economy today.

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E-Commerce or Electronics Commerce is a methodology of modern business, which
addresses the need of business organizations, vendors and customers to reduce cost and
improve the quality of goods and services while increasing the speed of delivery.
Ecommerce refers to the paperless exchange of business information using the following
ways −
Electronic Data Interchange (EDI)
Electronic Mail (e-mail)
Electronic Bulletin Boards
Electronic Fund Transfer (EFT)
Other Network-based technologies
Features
E-Commerce provides the following features −
Non-Cash Payment − E-Commerce enables the use of credit cards, debit cards,
smart cards, electronic fund transfer via bank's website, and other modes of
electronics payment.
24x7 Service availability − E-commerce automates the business of enterprises and
the way they provide services to their customers. It is available anytime, anywhere.
Advertising / Marketing − E-commerce increases the reach of advertising of
products and services of businesses. It helps in better marketing management of
products/services.
Improved Sales − Using e-commerce, orders for the products can be generated
anytime, anywhere without any human intervention. It gives a big boost to existing
sales volumes.
Support − E-commerce provides various ways to provide pre-sales and post-sales
assistance to provide better services to customers.

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Inventory Management − E-commerce automates inventory management. Reports
get generated instantly when required. Product inventory management becomes
very efficient and easy to maintain.
Communication improvement − E-commerce provides ways for faster, efficient,
reliable communication with customers and partners.
E-commerce- Boon to the economy:
The key reasons for the success of e-commerce are as follows:
1. Shopping 24x7
2. Reduced operational cost
3. Easy to compare
4. Safe and secure
5. Increased reach to the merchant
6. Social Media Trends.
Types of E-commerce:
1. Business to Customers (B2C): Business that sells products or provide services
to end users customers

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2. Business to Business (B2B): Business that sells products or provides services to
other businesses.
3. Customer to Customer (C2C): In this type of e-commerce,
consumers interact with other consumers through online auctions.

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Major Players in the Industry:
1. Flipkart.com:
Flip kart is founded by Sachin Bansal and Binny Bansal in 2007. Both were IIT, Delhi
alumni and had worked in Amazon.com. Flipkart.com is ranked #127 in World and
ranked #8 in India by Alexa Ranking. Initially it was funded by Bansals themselves
with 4 Lakhs. The estimated website net worth based on its advertising is around $4.8
million. Flipkart.com receives 9.15 million daily page view per visitor that is a hike of
1.60% in daily page views per visitor and bounce rate is 22.50%.
Flipkart is an Indian e-commerce company, headquartered in Bangalore, Karnataka, India,
and incorporated in Singapore as a private limited company.[5]
The company initially
focused on online book sales before expanding into other product categories such
as consumer electronics, fashion, home essentials, groceries, and lifestyle products.
Products Category:
Mobiles and Electronics
Camera and Accessories
Home Appliances
Books
Movies and Music
Games and Consoles
Computers and Laptops
Appeals

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Health and personnel care
2. Myntra.com:
Myntra.com was started in 2007 by Mukesh Bansal, Ashutosh Lawania and Vineet
Saxena. Myntra’s headquarter is in Bangalore with regional offices In New Delhi,
Mumbai and Chennai. It began its operations in the B2B (Business to Business)
segment with the personalization of gifts, which included:-
o T-shirts
o Mugs and
o Cups
In 2010, company shifted its strategy to B2C (Business to Customer) oriented firm,
expanding its catalogue to fashion and lifestyle products. Myntra.com is ranked #263 in
World and ranked #17 in India by Alexa Ranking. Its daily page view per visitor is
6.92 million.

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Products Category:
Clothing and Apparels
Shoes and Accessories
Fashion and Lifestyle Product
3. Snapdeal.com:
Snapdeal.com was founded by Kunal Bahl and Rohit Bansal in 2010 as a daily deal
platform but later on expanded into product retailing across various categories. Its
Headquarter is in Delhi. Snapdeal.com is ranked #270 in World and ranked #15 in India
by Alexa Ranking. Their daily page view per visitor is 5.79 million.
Product Category:
Home and Kitchenware
Health and Personal Care
Sports and Outdoors
Books
Movies and Music
Games and Consoles
Computers and Accessories

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Product Category:
Home and Kitchenware
Health and Personal Care
Sports and Outdoors
Books
Movies and Music
Games and Consoles
4. Jabong.com:
Jabong.com was launched in India in January 2012. It is a fashion and lifestyle e-
commerce owned by Rocket Internet and its Headquarter is in Gurgaon, NCR. It was
co-founded by Arun Chandra Mohan, Praveen Sinha and Lakshmi Potluri. Jabong.com
is also having an international store called Jabongworld.com, which sells Indian ethnic
wear and western wear such as sarees, salwar suits and dress materials in foreign
currencies. Jabong.com is ranked #293 in World and ranked #14 in India by Alexa
Ranking and daily page view per visitor is
5.55 million.
Product Category:

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Fashion and Lifestyle
5. Homeshop18.com:
Homeshop18.com is an online and on air retail store which is promoted by Network18:-
India’s premier media and broadcasting group. Homeshop18.com was launched 9th
April 2008 as India’s first 24 hours Home Shopping TV channel, where anchors
performed live demonstration of products on sale similar to HSN or QVC in USA.
Homeshop18.com is ranked #1381 in World and ranked #109 in India by Alexa
Ranking and its daily page views per visitor is 5.17 million.
Product Category:
Books
Cameras and Accessories
Mobiles and Accessories
Home Kitchen
Electronic Appliances
Toys and Games
Health and Beauty
Jewellery and Watches
Movies and Music.

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Green Rock Enterprises (Greenrockstore.com) is an online merchandise store
dedicated to the passionate fans of TV series, movies or games. Store is having a
collection of cool and funky T-

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shirts, hoodies, laptop skins, posters, coasters, printed coffee mugs and much more.
Greenrockstore.com provides the wittiest and coolest stuff and aim to come out with products
that are inspired by TV series, movies, games and pop culture and also provides the option of
customization for customers where if any customer has something interesting idea then they
can drop their ideas and store give life to their ideas.
The company was set up by an alumnus of IMT Ghaziabad, Mr Chetan Soni of the 2012
batch, in October 2013.The company aims to target the growing market for pop-culture
based products, indicated by the growing popularity for international TV series as well as
movies. The company has begun to market aggressively to reach out to its target market,
which is the youth in the age range 18-25. Since this segment is likely to have the
purchasing power as well as harbour a demand for products such as T-shirts and lap-top
skins based on their favourite characters from popular culture, this has been identified as
the ideal target. The Company has a strong and growing presence in the online world and
the social media, as seen from the activity on various platforms such as Facebook, twitter
Pinterest and YouTube. Greenrockstore.com is ranked #754,788 in World and ranked
#54,301 in India.
Pop culture is defined as the modern popular culture transmitted via the mass media aimed
primarily at the youth. Green Rock produces pop culture merchandise, i.e. merchandise
themed around popular elements of the culture, namely TV series, movies and sports.
Coupons Partner:
Shop pal
Couponrani
Coupondunia
Coupon something
Frapp

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Range of Products:
➢ T-shirts
Figure 1: T-shirts
Currently there are 27 different designs available in the site for purchase. The T-shirts are
unisex, aimed at both male and female consumers. Most of these are based on movies such
as Fight Club and Harry Potter which have a cult following and TV series such as The Big
Bang Theory which has become immensely popular in the recent years. The T-shirts are
made from 80 % cotton and 20 % polyester.

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➢ Laptop Skins
Figure 2: Laptop Skins
Laptop Skins are large size adhesive posters used for applying on the front
cover of the lap top, as an expression of the lap-top owner’s interests. These
are a relatively new product range for Green Rock, and as such currently the
company stocks 9 designs of skins.

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➢ Posters
Figure 3: Posters
Posters are printed on 300 gsm matte paper with a size of 18” * 12”. They
incorporate quotes and images of popular characters.

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➢ Coffee Mugs
Figure 4: Coffee Mugs
Coffee mugs are another new product line from Green Rock. The coffee mugs
are themed around international football teams, aimed for the Football World
Cup campaign.
Operations:
The company sources designs from a pool of freelance designers. These
designers are compensated either on a fixed or a profit sharing basis. The
designs are sent to vendors of each product who ship the product to our
warehouses based on fixed timelines.

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Orders from the website are processed to make the delivery from warehouse
to destination.
Branding:
Green Rock positions itself as the “one stop store for the passionate fan”. It is
perceived as a youthful, vibrant and funky brand. It has the quirkiness
associated with youth oriented products, so that the consumers can relate to
the brand and what it stands for.
As part of the brand offering, Green Rock continues to deliver quality T shirts
with catchy quotes and characters from the consumers’ favourite shows and
movie.

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SWOT Analysis of the Company:
Figure 5: SWOT Analysis of Greenrockstore.com
SWOT is an acronym for Strengths, Weaknesses, Opportunities and Threats. By definition, Strengths (S)
and Weaknesses (W) are considered to be internal factors over which you have some measure of control.
Also, by definition, Opportunities (O) and Threats (T) are considered to be external factors over which you
have essentially no control.
SWOT Analysis is the most renowned tool for audit and analysis of the overall strategic position of the
business and its environment. Its key purpose is to identify the strategies that will create a firm specific
business model that will best align an organization’s resources and capabilities to the requirements of the
environment in which the firm operates.
In other words, it is the foundation for evaluating the internal potential and limitations and the probable/likely
opportunities and threats from the external environment. It views all positive and negative factors inside and
outside the firm that affect the success. A consistent study of the environment in which the firm operates helps
in forecasting/predicting the changing trends and also helps in including them in the decision-making process
of the organization.
An overview of the four factors (Strengths, Weaknesses, Opportunities and Threats) is given below-
1. Strengths - Strengths are the qualities that enable us to accomplish the organization’s mission.
These are the basis on which continued success can be made and continued/sustained.
Strengths can be either tangible or intangible. These are what you are well-versed in or what you
have expertise in, the traits and qualities your employees possess (individually and as a team) and
the distinct features that give your organization its consistency.

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Strengths are the beneficial aspects of the organization or the capabilities of an organization, which
includes human competencies, process capabilities, financial resources, products and services,
customer goodwill and brand loyalty. Examples of organizational strengths are huge financial
resources, broad product line, no debt, committed employees, etc.
2. Weaknesses - Weaknesses are the qualities that prevent us from accomplishing our mission and
achieving our full potential. These weaknesses deteriorate influences on the organizational success
and growth. Weaknesses are the factors which do not meet the standards we feel they should meet.
Weaknesses in an organization may be depreciating machinery, insufficient research and
development facilities, narrow product range, poor decision-making, etc. Weaknesses are
controllable. They must be minimized and eliminated. For instance - to overcome obsolete machinery,
new machinery can be purchased. Other examples of organizational weaknesses are huge debts,
high employee turnover, complex decision making process, narrow product range, large wastage of
raw materials, etc.
3. Opportunities - Opportunities are presented by the environment within which our organization
operates. These arise when an organization can take benefit of conditions in its environment to plan
and execute strategies that enable it to become more profitable. Organizations can gain competitive
advantage by making use of opportunities.
Organization should be careful and recognize the opportunities and grasp them whenever they arise.
Selecting the targets that will best serve the clients while getting desired results is a difficult task.
Opportunities may arise from market, competition, industry/government and technology. Increasing
demand for telecommunications accompanied by deregulation is a great opportunity for new firms to
enter telecom sector and compete with existing firms for revenue.
4. Threats - Threats arise when conditions in external environment jeopardize the reliability and
profitability of the organization’s business. They compound the vulnerability when they relate to the
weaknesses. Threats are uncontrollable. When a threat comes, the stability and survival can be at
stake. Examples of threats are - unrest among employees; ever changing technology; increasing
competition leading to excess capacity, price wars and reducing industry profits; etc.

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3.1 Objective of the Study:
This objective discusses in depth the nature, significance, and scope of the project. The
primary objective of the project was to understand consumer preferences in purchase of
pop culture merchandise and as well as study their purchase behavior through the use of
web- analytics. Based on this research, new product designs were launched. Also, the study
of purchase behavior revealed some critical insights which were used to improve
conversion ratios and bounce rates. In addition, new digital marketing campaigns were
proposed and cross promotional activities were started with other companies. To expand
the product portfolio, agreements with new partners were made, while developing a base of
talented freelance designers for the products. The summary of the scope of the project is as
given below-
✓ Promotions: using social media sites, by organizing online contests, distributing
visiting cards of the company, online forums.
✓ Cross Promotions
✓ Competitors Analysis
✓ Market Survey
✓ Learn use of Google Analytics for setting goals or to know where the company
is standing in the market.

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Consumer Preference for Pop Culture based Products:
In order to expand product portfolio, the designs should be such that they are based on the
most appealing show/movies at the time. Therefore, an accurate picture regarding this
particular area should be obtained, failing which will result in excess stock as well as loss
of brand appeal.
Exact data on viewership of international movies and series are unavailable, as a large
segment of the youth prefers watching downloaded content through peer to peer networks
such as pirate bay over television. Therefore, secondary data cannot be accurately relied
upon to estimate demand for merchandise pertaining to different shows or movies. Hence,
primary data was needed to obtain a better picture of the scenario.

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Methodology which is used throughout the internship for understanding the consumer
behaviour and to promote the name of Greenrockstore.com is as follows:
➢ Survey Methodology: The survey was designed to understand the
consumer preference for mobile skins and mobile cases.
Sample Specifications and Sampling Considerations:
A minimum sample size of 100 was fixed and to ensure that the sampling was accurate,
only those channels were used where the

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chances of being a target consumer was high- such as social media groups for
the relevant topics, interactive forums and discussion boards.
Data Collection Procedure:
The main tool is used for data collection is Qualtrics survey software. Since
our typical target consumer is media- savvy and indulges extensively in social
media, the social media platforms were used to reach out to the prospective
consumer. A survey form was dispersed through this platform for collection of
data.
Data Analysis Tools and Techniques:
In order to tabulate and study the data, Microsoft Excel was used. The various
tools and techniques available in Excel enabled a comprehensive and accurate
analysis of the data.
➢ Promotions: Promotional activities using social media sites for
cross promotions and promotions of the site, like online contest on
Twitter, uploading fan made videos on You Tube, using online
forums for promotions etc.
➢ Wen Analytics: The other major task was to implement Google
Analytics so that the consumer behavior on the website may be
studied in detail. Using this data, proposals were to be made to
improve conversion rates as well as bring down bounce rate. In this
discussion, Conversion rate is the percentage of web visitors to the
site who initiate and complete a purchase. Bounce rate is the
percentage of web visitors who leave the website at

40
the landing page without browsing through any other pages. These
two terms are KPIs (Key Performance Indicators) for any e-
commerce business and represent the efficiency of the marketing
campaigns employed. A digital marketing campaign may result in a
large number of visitors to the page; however without steady
conversions and limited bounces, these may not provide any
economic value to the company.

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4.1Competitor Analysis:
As Greenrockstore.com is a startup company, so there are some competitors
for Greenrockstore.com in the market. They are:
o Redwolf.com:
Redwolf.com is a Mumbai based indie clothing brand specializing in selling
fan art merchandise. In their own words, they focus on their line of graphic
tees specializing in minimalistic and subtle designs.
Redwolf.com started out as a brainchild of three AIESEC alumni, on a capital
of 3.75 lakhs INR. Their website redwolf.in was launched on March 11,
2012.Redwolf.com primarily deals with T shirts, sweat-shirts, badges and
laptop skins. Also, they offer merchandising options to organizations such as
bands and corporates. One of their headline making deals was their work for
Norah Jones India tour of 2013. They also provide T’s for indie bands Co
shish and Dualist Enquiry.
Alexa Ranking:
Alexa rankings indicate a rough estimate of the site's popularity.
(The rank is calculated using a combination of average daily visitors to this
site and page views on this site over the past 3 months. The site with the
highest combination of visitors and page views is ranked #1.)
Global Rank: 153,076(compared to 965,332 forGreenrockstore)
India rank: 11,708 (76,862 for Greenrockstore.com)
Bounce Rate (indicates the percentage of users who have visited the
homepage of the site and closed it without viewing any other page in the site):
35.1% (34.2 for Greenrockstore.com)
Daily Page views/visitor: 3.45(2.80) Daily time
on site: 2.51(2:42) Popular Designs:
The popular designs have been identified based on the likes on Facebook. They
are:

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1. Sherlock- Just deduce it
2. Walking Dead
3. Dr. Who
4. Dragonball Z
5. Game of thrones
6. Fight Club
o Lazyninja.com:
Lazy Ninja was started by Symbiosis MBA graduates around March 2013.
The startup capital was around 30,000 INR, raised by the founders and their
friends. In their initial days, they relied on DTDC’s money transfer through
Cash-On-Delivery, as they did not have a fully functional payment gateway.
The founders already had a solid background in web design, as they owned a
website designing company. It is interesting to note that they did not develop
the site from scratch; instead they made use of “Open-cart platform”, which
gives all the features of an e-commerce site and can be later customized
according to requirements.
Lazy ninja is mainly focused on T-shirts, laptop skins, key chains and coffee
mugs. In the T shirts segment, they provide additional options including an
array of half-sleeves, full sleeves, girl’s t shirts and couple t shirts- a fresh
concept( in India, at least).

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Alexa Ranking:
Global Rankings:126,813(Compared to 965,332 for Greenrock) India rank:
13,677(76,862 for Greenrock)
Bounce Rate: 41.90% (34.2 for Greenrock)
Daily Page views/visitor: 3.50 (2.80)
Daily time on site: 3:06 (2:42)
Popular Designs:
1. Dexter
2. Supernatural
3. Superman
4. Friends
5. Harry Potter

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o Thesouledstore.com:
The Souled Store is a Mumbai based indie clothing brand. Souled store went
live on 7th
June 2013.
They deal in the merchandise of:
✓ T-shirts
✓ Framed Art
✓ Posters
✓ Badges
✓ Stickers
✓ Notebooks
✓ Coasters-
✓ Mugs
Alexa Ranking:
Global rank: 277,145 (Compared to 965,332 for Greenrock)
India rank: 21,675 (76,862 for Greenrock)
Popular Designs:
1. Game of thrones
2. Gangs of Wasseypur
3. Breaking bad

46
o Socratees.in:
Socratees.in is a fan art merchandise store exclusively dealing in T shirts. It
went live on November 2013. They only deal in T-shirts, at the moment.
Alexa Ranking:
Global rank: 664,366 (Compared to 965,332 for Greenrock)
India rank: 96,786 (76,862 for Greenrock)
Popular Designs:
1. Naruto
2. Breaking Bad
3. Batman
4.2 Survey for Mobile Skin Preference:
A small online survey is designed on the platform named as Qualtrics survey
solutions to know the preference for mobile skin or mobile case. However,
realistically manufacturing mobile skins will face some difficulties. The first
roadblock is that mobile skins must be made specific to each model of the
mobile phone. A skin for one mobile will not fit another mobile. Therefore, a
decision on which models to manufacture the skin will have to be made. Also,
customers loosely interchange the term mobile skin and mobile case, which
are quite different. Therefore, a distinction has to be

47
made and user preferences should be studied as to whether it is the mobile
skin that is in demand or the mobile case.
Case or Skin
Answer %
Mobile
Skin 45%
Mobile
Case 55%
Total 100%
Table 1: Mobile Cases versus Mobile Skins
Mobile Case
Mobile Skin
0% 10% 20% 30% 40% 50% 60%
Figure6: Mobile Cases v/s Mobile Skins
It can be seen that there is almost an equal demand as far as the two
subsets are considered.

48
Mobile Phone Owned
Phone
Percen
ta ge
Lumia 520 7.14
Nexus 5 7.14
Fly F41s 3.57
IPhone 5S 3.57
Lumia 610 3.57
Micromax Canvas A110 3.57
Samsung Galaxy 3.57
Samsung note 2 3.57
Sony Xperia Z 3.57
Table 2: Mobile Phone Model Owned
Lumia 710
IPhone 4
10.71
7.14
Samsung galaxy grand
Quattro 7.14
Sony tipo 3.57
Samsung Galaxy duos 3.57
Nexus 4 3.57
Lumia 925 3.57
Lumia 510 3.57
IPhone 5C 3.57
Moto G 7.14

49
Percentage
0.00 5.00 10.00 15.00
Percentage
Figure 7: Mobile Phone Model owned
It can be seen that a large percentage of the users own Lumia 710, as well as I-
phone4, Moto-G , Nexus 5 and Samsung galaxy grand. Therefore these are the
phones on which the skins/ cases should be focused on.
4.3Deriving Actionable Insights from Web Analytics: Google
Analytics: An Introduction
Google Analytics provide free digital analytics for any firm with a web
presence and is free of cost. This combination makes it the most popular
solutions for web analytics currently under use. The following represents a
summary for quick reference about Google Analytics.
Actionable Insights: An actionable insight is a piece of information
that enables an individual to make well- informed decisions. Google
Analytics provides a plethora of actionable insights

50
Support quality: Though Google does not provide direct support;
extensive trouble-shooting guides and support are available online
through several forums, including their official product forums site.
UI and Accessibility: The tool is easy to use, and the dashboard quality
is also quite high.
Implementation: The basic implementation is quite easy, as it just
involves adding a line of code in to the page. For advanced
implementation such as sub domain, cross domain tracking, e-
commerce tracking, event tracking, custom variables, virtual page
views and filters, requires specialized professionals.
Pricing: GA is free up to 10 million hits per month.
Implementation
Implementation of Google Analytics in the company’s website page was
performed. It involved adding a tracking code to every page in the website. To
make this integration smoother, some open source plug-ins was employed.
Frame-work for analysis

51
Figure 8:Analytics for E-commerce pictorially
For a small to mid-size business, E-commerce analytics comprises of three
kinds of data.
Acquisition data- Information related to obtaining web traffic.
Engagement data- Information related to how customers
engage or interact with the website
Conversion data- Information pertaining to how the business is
performing financially.
The data for these three were obtained from Google Analytics. However, due
to privacy concerns, the conversion data is not included in this report.
Acquisition:
Acquisition data is information on how people land up on our site and how
they engage with our pages. We directly get the information on the breakup of
different sources of traffic. Further, we can see the engagement data for each
segment of users.

52
Figure 9: Acquisition Data
From the data, it is clear that majority of our traffic are direct and from social
media. Therefore, it is proved that our social media campaign is generating
valuable traffic. The new user’s column is currently unreliable, but will prove
useful in knowing effectiveness of future campaigns in the coming weeks.
Behavior:
Figure 10:Weekly Graph of Acquisition Data

53
With this segment in Google Analytics we came to know about the number of
users who are returning to our sites and who are new visitors to our sites.
Figure11: Behavior Data of New visitors’v/s Returning visitors
Data
Figure 12: Weekly Graph of Behavior Data

54
Mobiles/Desktop/Tablets Overview:
By this, we can recognize that how many users is visiting
Greenrockstore.com via mobile or desktop or tablet.
Figure 13: Users data visiting site via any category
By this data, we can easily examine that mostly users are visiting
Greenrockstore.com site via desktop and then via mobile and least number of
users visiting via tablets.
Figure 14: Weekly Graph of user data

55
Audience:
On the basis of age and gender, we can examine that which age group and
gender are interested in visiting Greenrockstore.com
Figure 15: Data on the basis of Age
We can clearly see from this figure that mostly visitors are of 25-24 age
group and then 18-24 age groups visits most.
Figure 16: Data on the basis of Gender

56
As figure 17, it is clear that mostly visitor to the site are male that is 54.15%
and then females that is 45.85% to visit the site.

58
Based on the survey and other relevant study, following actions were
recommended.
New T-shirt designs based on Game of Thrones should be included in the
product portfolio immediately, as this seems to be a trending series. Green
Rock already has two T-shirts based on this series, however more designs
need to be included, to be relevant with the latest seasons of the series. The
interest on this should be capitalized to the maximum. Breaking Bad and
Sherlock are the next two popular shows, but since we already stock multiple
products based on these shows, no further action needs to be taken.
As Hoodies as apparel seem to be popular across all categories, new designs
should be obtained, but production should not start till late November or early
December as no purchase of Hoodies can be expected to happen during the
summer season.
Dark Knight themed T-shirts are the next priority. Since this movie was
released in 2012, the high demand seen from the survey indicates that T-shirts
based on this will remain as a coveted product for some time now. Green
Rock does not stock any products related to the Dark Knight Movie series,
therefore a new design should be sourced and T-shirts based on this should be
stocked. Fight Club and Lord of the Rings are the next two popular movies.
Fight Club merchandise is already doing quite well as far as sales are
concerned. Therefore, new designs based on Lord of the Rings should be
obtained.

59
It is recommended that Green-Rock should venture into sports merchandising
also. The merchandise should ideally be themed around the popular teams in
English Premier League such as Manchester United and Chelsea which enjoy
a good fan following amongst the football watching middle class.
The mobile skin/case product line was found to be in demand; however this
had to be temporarily shelved as vendors for these were not obtained at
reasonable prices.
The study of web analytics data indicate that we should continue to invest in
social media advertising as these bring a lot of new users and therefore brand
awareness. However, the high bounce rate on the home page is a cause for
concern. Also, speed tests run by Google Analytics indicate that the time to
load of the site is rather high. Therefore, optimization of web-page elements
has to be done so that the loading time is minimized, while making the page
more intuitive.
In addition, since a wider product portfolio shall attract a bigger percentage of
customers, it was suggested to enter in to partnership deals with smaller
companies producing similar merchandise. Based on this recommendation,
Green Rock entered into a partnership with Jolly Jester, a Delhi based startup
selling high end fan art merchandise. The value for Jolly Jester was that it
would be exposed to a larger base of customers due to the relative popularity
of Green Rock. For Green Rock, in addition to the wider product range, it also
receives a percentage of the sales of the Jolly Jester merchandise.

61
➢ Mobile skin and mobile case survey is done on Qualtrics survey
solution and according to the survey result we
concluded that there are more number of users who want mobile skins
that is around 55% and mobile skin users are less as compare to mobile
cases that is around 45%.
➢ Google Analytics which provides digital analytics for any firm with
web presence. It gives frame work analysis of
acquisition data, engagement data and conversion data.
➢ Through acquisition data we concluded the information that how many
users land up on our site directly and how many
visit our site through social network or uses any other source of traffic
to visit our site.
➢ Through behavior data we concluded the information that how many
users are new visitors to the site and how many
users are returning visitors to our site.
➢ Also collected the information through google analytics about the type
of audience visiting our site like on the basis
of age and gender, that is which age group is mostly visiting our site
and which gender mostly visiting our site.

63
For a company that sells fan art merchandise online, it is extremely important
to understand what their customers’ preferences are as far as popular culture is
concerned. For most of the customers, it is an expression of their interest and
passion for the aspect of the pop culture involved. Therefore, producing a very
good product based on an aspect of pop culture that has little significance will
not sell, while a moderately well designed product based on an extremely
popular movie/TV series/sports team will receive instant attention.
Therefore I learnt that how we have to promote the brand over social media
and by using pop culture in proper time at proper place to pull the customers
and to provide them with best products based on their favourite TV
series/Movies/Games. Hence, as a student I learned almost every little thing
about social media marketing and main thing which I learnt is we should
know the customer’s needs and demands.

65
1. The major limitations of the project work under study is time, since it is to be
completed within a period of 50 days and this time period may not be sufficient
to undertake a comprehensive study
2. This study is exclusively from HCCBPL, Rajkot and the results cannot be
extrapolated to other organizations or other territories.
3. Being a project student, it created some hurdles in getting the information from
the respondents and outlets.
4. Being a student, financial constraint was also there to conduct some study in
detail.
5. The area was too big to cover as the market share of HCCBPL is high.

67
A small survey was conducted on the platform named as Qualtrics survey
solution to know the preference of users wanted mobile skins or mobile cases.
Here is the link of that survey:
https://az1.qualtrics.com/SE/?SID=SV_eXz85RBu0CPxPx3&Q_JFE=0

69
1. Google Analytics http://greenrockstore.com/
2. E-commerce: A Boon for the Current Economic
Downturn:http://www.firstdata.com/icicimerchantservices/icici-
insights/ecommerce-boon-for-economic-downturn.pdf
3. Dudhwevalah, Ankit (2014),E-commerce In India Has Come a
Long Way; what’s The Way Forward? , Business Insider, Retrieved June 24,
2014, fromhttp://www.businessinsider.in/E- commerce-In-India-Has-Come-A-
Long-WayWhats-The-Way- Forward/articleshow/37085387.cms

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